How to Upsell to a Seminar Audience

Upsell Seminar

Here’s a consulting question I received as part of the “Ask Michael” series:

“Michael,

What techniques get the best results for upsell to a seminar audience?

Situation: business owners attend a low- or no-cost introductory seminar containing good, interesting, valuable content and are expecting a pitch of some sort. What is the most effective, least tacky way of introducing services?

Regards, Steve”

Steve, great question. Most of us are tired of hype filled events and promotions. None of us want to be sold to. But many of us are prepared to buy.

Tell them what you’re offering, who it’s for and who it isn’t for. 90% content or more and 10% or less sales pitch.

The best approach I’ve found for this is to make sure that your seminar content focuses on the core problem your ideal consulting clients (hopefully that’s your audience) has.

Throughout the seminar provide valuable and educational information.

The result is that your audience will clearly see you as an authority and expert.

Then near the end of the event you can make your offer. Keep it short and to the point.

Tell them what you’re offering, who it’s for and who it isn’t for. 90% content or more and 10% or less sales pitch.

I just came back from an event where a best-selling author couldn’t stop ‘hinting’ the audience that they should buy his book throughout his whole presentation. Some people didn’t mind this approach, others really disliked it.

My preference is to over deliver in your presentation and then make a clear offer to people that shows they’ll get even more value with you when they take the next step.